‘Hip’ Auckland hotel books major awards
awards – 1
September 1, 2008
‘Hip’ Auckland hotel books major awards
Innovative marketing and the drive and enthusiasm of one of the industry’s youngest general managers have booked major awards for The Quadrant - Auckland’s hippest 4-Star hotel.
And the innovative 250-room hotel has capped a winning streak with its confirmation as affiliate hotel sponsor for this year’s Air New Zealand Fashion Week in mid-September.
At home, The Quadrant scored Best Emerging Business at the annual TVNZ / Marketing Magazine Marketing Awards. The awards recognise companies that exhibit all-round marketing excellence and a depth of strategic and tactical marketing thinking and practice.
In Australia, The Quadrant general manager Nathan Cook has been named New Zealand Hotel Manager of the Year in the prestigious HM Awards 2008 for hotel and accommodation excellence.
The Auckland property is the first hotel for The Quadrant Hotel Group (www.thequadrant.com) and opened in late 2006 offering a fresh new perspective in hospitality.
Nathan Cook says The Quadrant Hotel brand brings an innovative new twist to the traditional hotel in New Zealand.
“We have introduced creative brand tag lines such as ‘Live Like A Rockstar’ and ‘Stay in Style’ promoting event-related accommodation packages. We have never hesitated in pushing the boundaries of our marketing and being creative when targeting our key markets.
“Our focus has been on developing a young and innovative team of forward thinking individuals whose passion for hotels is coupled with an ability to think outside the square in all aspects of the business, including marketing.”
Mr Cook says the team has taken an holistic approach to marketing, analysing the competition and creating a benchmark from which to develop The Quadrant’s positioning.
“Innovations include room styles and rate structures that encourage longer stays which also encourage repeat use of food and beverage facilities and general use of all services. Our average length of stay is more than twice the Auckland city average.”
The Quadrant has also confirmed its status as the venue of choice for hip young things through its hotel sponsor status for Air New Zealand Fashion Week 2008. The alignment will give the hotel a high profile in a key target market and among national and international visitors to Auckland.
Hotel Manager of
In recognising Mr Cook as New Zealand Hotel Manager of the Year, the HM Awards judges commented they were impressed that, at 29 years of age, such a young general manager was looking after one of Auckland’s most innovative hotels.
They also went on record as saying the hotel had been performing well in a tough market and was independent of the bigger brands that had much more marketing firepower to produce results. In turn The Quadrant had achieved significant growth through its creativity and marketing approach.
The HM Awards (www.hmawards.com.au) are in their sixth year and in 2008, 39 awards were made recognising excellence over a range of categories, from people and departments to properties and chains.
The Quadrant Hotel Group is a project of Auckland-based Melview Developments Ltd.
Melview director of hotels Paul Evans says The Quadrant’s recognition by the marketing and hospitality industries is testament to the work put in by both the development and management teams.
“The hotels are simply bricks and mortar but the quality of the insights, designs and planning are human qualities that fully distinguish The Quadrant Hotel Group from its competitors,” Mr Evans says.
Location, design, quality and service at an affordable price are at the heart of The Quadrant Hotel Group’s philosophy which Marketing Magazine described as hip without the price tag.
Offering a choice of extremely affordable 250 apartment styled rooms, The Quadrant is also an official Qualmark-rated 4-Star hotel. The success of the hotel has been measured by its 30 per cent repeat guest ratio, reflecting Mr Cook says its guests’ choice to return to the hotel and remain loyal to the New Zealand brand.
NOTE: During Air New Zealand Fashion Week The Quadrant has a special rate of $149 (GST incl.) for a studio apartment and including a signature cocktail and a tapas tasting plate. The hotel is within easy walking distance of the city’s central High Street fashion district.